Core Insights - KEEP reported a revenue of approximately 822 million RMB for the first half of 2025, with a gross profit of around 429 million RMB and a gross margin of 52.2%, reflecting a year-on-year increase of 6.2 percentage points [1] - The company narrowed its loss to 35.43 million RMB, a reduction of 78.3% year-on-year, and achieved an adjusted net profit of 10.35 million RMB, marking a turnaround from loss to profit [1] Strategic Focus - In 2025, the company is concentrating on two strategic directions: advancing AI-driven platform architecture transformation and achieving operational profitability [1] - The dual-track strategy has shown significant results in the first half of 2025, with the completion of AI infrastructure reconstruction and the launch of a basic version of the AI coach [1] User Engagement and Financial Metrics - As of June 30, 2025, the average monthly active users and average monthly subscription members were 22.5 million and 2.8 million, respectively, with a membership penetration rate of 12.4%, up from 11.1% in the same period of 2024 [2] - The average revenue per monthly active user increased to 6.1 RMB, a 4.5% year-on-year rise from 5.8 RMB [2] Cost Management and Marketing Strategy - The company prioritized user engagement and retention over scale expansion before the completion of its AI product system, resulting in a 60% year-on-year reduction in customer acquisition costs through optimized marketing efficiency [2] - By deepening engagement in niche areas such as outdoor activities and dance, the company aims to penetrate youth and advanced user segments, enhancing AI product experiences and increasing user activity [2]